The task of putting a name onto something is an extremely important matter. As humans we name everything – people, animals, buildings, companies, software. Naming is not simply putting a tag on a ‘thing’ but it is a powerful way of prescribing character and purpose. When we were trying to name our little corner of the universe, we thought long and hard about the character and purpose we wanted to bestow onto the world. What did we have to offer? What did QuickBase have to offer? Within this context it was easy to see why we used the term ‘collaborative’ in our company name – it’s not just because we like really long names!